Resources Library by ANA

Holiday planning and actualization

The paper deals with a detained investigation in the nature of the holiday planning process. The forecasting entities have to be holiday segments. It is comparible with forecasting sales for specific product attributes. At this specific level...

Catalogue: Seminar 1982: The Effective Use Of Panels

Authors: Gert Jan de Nooij, W. P. Mom

June 15, 1982

Using long-term studies in marketing planning

According to Kotler planning means "to decide at the present time what needs to be done in the future." Marketing planning forms part of the overall planning of an enterprise. The marketing-mix being a combination of various kinds of marketing...

Catalogue: Papers 1982: Social Research And Prediction

Author: Walter Tacke

June 15, 1982

TV viewing survey and forecast

The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Ghislaine De Cagny, Yves-Charles Quéroix

August 1, 1981

TV viewing survey and forecast (French)

The advertiser's concern is to maximize the profitability of his advertising investment. Television tine slot selection several months before actual airing of a campaign is made difficult and uncertain due to quick fluctuations in the audiences. This...

Catalogue: ESOMAR Congress 1981: Research For Profitability

Authors: Yves-Charles Quéroix, Ghislaine De Cagny

August 1, 1981

Where are we starting from

I want to base on a review of market research expenditure worldwide. It is a notorious truism that the market research industry is among the least well researched of any. Estimates of expenditure are hard to come by and even when found are...

Catalogue: ESOMAR Congress 1980: Taking Stock

Author: Eileen Cole

September 1, 1980

Scenario development for corporate planning

The term “scenario” is familiar to those involved in forecasting, but too few people are aware of what exactly a scenario is, or how it can best be developed and applied. The author describes a method developed over several years in...

Catalogue: Seminar 1980: Social Change Analysis As A Tool For Strategic Planning And Decision Making

Author: Christine A. Ralph MacNulty

June 18, 1980

Polls, media and the law in the Federal Republic of Germany

The German Law on the European Election does not contain any provisions concerning the publication of results from surveys conducted among voters during the European Parliament election in June 1979. The national laws in Europe vary considerably....

Catalogue: ESOMAR/WAPOR Seminar 1980: Opinion Polls

Author: Walter Rudolf

June 15, 1980

The application of a long and medium term M.M.I.S.A.T Colgate-Palmolive

Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to...

Catalogue: Seminar 1980: Information Systems In Action

Author: Janine Rouas

Company: Colgate-Palmolive

June 15, 1980

Can you forecast the effectiveness of a promotional campaign?

I would like to spend a few minutes looking at what is meant by predicting the effectiveness of a promotional campaign. Second I would like to talk about some of the efforts that have been made in the field, and related areas, passing a few comments....

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Philip J. Brown

June 15, 1980